PENGARUH WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN ORANG TUA SISWA DALAM MEMILIH SEKOLAH DASAR ISLAM DI KECAMATAN CINERE

KHOIRUNNISA FADILLA, . (2025) PENGARUH WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN ORANG TUA SISWA DALAM MEMILIH SEKOLAH DASAR ISLAM DI KECAMATAN CINERE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM) terhadap keputusan orang tua dalam memilih Sekolah Dasar Islam di Kecamatan Cinere. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah 268 orang tua siswa kelas I Sekolah Dasar Islam di Kecamatan Cinere, dengan sampel sebanyak 160 responden yang ditentukan melalui rumus Slovin dan teknik proportional random sampling. Data dikumpulkan menggunakan kuesioner berskala Likert. Hasil uji prasyarat menunjukkan bahwa data residual berdistribusi normal (Asymp. Sig. = 0,200 > 0,05), model regresi signifikan (Fhitung = 590,086 > Ftabel = 3,920; Sig. = 0,000 < 0,05), dan hubungan variabel bersifat linear. Analisis regresi linier sederhana menghasilkan persamaan Ŷ = 34,860 + 0,746X dengan nilai koefisien determinasi (R²) sebesar 0,789. Hal ini menunjukkan bahwa 78,9% variasi keputusan orang tua dipengaruhi oleh WOM, sedangkan 21,1% dipengaruhi faktor lain di luar penelitian. Uji t menunjukkan thitung = 24,292 > ttabel = 1,975 dengan Sig. = 0,000 < 0,05. Dengan demikian, dapat disimpulkan bahwa Word of Mouth berpengaruh positif dan signifikan terhadap keputusan orang tua dalam memilih Sekolah Dasar Islam di Kecamatan Cinere. / This study aims to analyze the influence of Word of Mouth (WOM) on parents’ decision to choose Islamic Elementary Schools in Cinere District. The research employed a quantitative approach with a survey method. The population consisted of 268 parents of first-grade students at Islamic Elementary Schools in Cinere, while the sample of 160 respondents was determined using the Slovin formula and proportional random sampling technique. Data were collected through a Likert-scale questionnaire. The prerequisite tests showed that the residual data were normally distributed (Asymp. Sig. = 0.200 > 0.05), the regression model was significant (Fcount = 590.086 > Ftable = 3.920; Sig. = 0.000 < 0.05), and the relationship between variables was linear. The simple linear regression analysis resulted in the equation Ŷ = 34.860 + 0.746X, with a coefficient of determination (R²) of 0.789. This indicates that 78.9% of the variance in parents’ decision-making is influenced by WOM, while the remaining 21.1% is explained by other factors not examined in this study. The t-test showed that tcount = 24.292 > ttable = 1.975 with Sig. = 0.000 < 0.05. Therefore, it can be concluded that Word of Mouth has a positive and significant influence on parents’ decision to choose Islamic Elementary Schools in Cinere District.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Prof. Dr. Masduki, SH., MM. ; 2. Prof. Dr. Wahyu Sri Ambar Arum, MA.
Subjects:	Pendidikan > Teori, Penelitian Pendidikan
Divisions:	FIP > S1 Manajemen Pendidikan
Depositing User:	Khoirunnisa Fadilla .
Date Deposited:	23 Dec 2025 06:32
Last Modified:	23 Dec 2025 06:32
URI:	http://repository.unj.ac.id/id/eprint/62890

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